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Leveraging Your Employer Brand to Attract Top Talent

The way a company presents its culture, workplace and brand is an increasingly crucial component of an effective talent acquisition strategy. A positive brand that accurately represents and promotes your company culture and employee value proposition can help increase your candidate pool.

What kind of culture do employees want?
Offbeat perks like foosball tables and nap pods don’t matter to today’s candidates, what matters most is knowing a company is invested in its employees. They want recognition for their achievements, and opportunities for advancement and continuous training. Other drivers of employee satisfaction and positive culture include:

Fostering an environment of accountability leads to improved competency and commitment to work, increased employee morale and work satisfaction. It’s also known to improve creativity and innovation because the employee is more invested in the future of the organisation. They also want to know that they have a role in the company’s success and that their managers are held to the same high standards they are.

Two (or four or six) heads are better than one, which is why teamwork is so prized by employers. But employees also benefit from the processes of working together, including creative brainstorming, recognising others’ complementary strengths and resolving conflicts. Along the way, they develop relationships of support and encouragement that increase their connection with the company.

Opportunities for advancement
Employees want to know that they have an upward trajectory in their careers. Ensuring they have the chance for learning more and moving up can make incline them to be more invested in the company. They’ll go the extra mile or stay 30 minutes late to finish a project, because they’ll see their work as a career rather than just a job.

Assessing your company culture
To help determine your company culture, think about what makes your company great rather than just good, and stay true to your priorities. While you may share similar values with other companies, your company culture is a unique differentiator.

Culture boosts retention
Great Place to Work compared employees from different organisations and found that employees who said they have a great place to work were 13 times more likely than average to say they want to work there for a long time. That research also showed that a high-trust culture led to turnover rates that are 50 percent lower than industry competitors.

While some attrition is unavoidable, by investing in your employees and your workplace culture, you can have a positive impact on attrition rates. 
A positive company culture will aid in retention of valued employees and also be a selling point for new employees. To address engagement and turnover issues as well as accompanying productivity risks, it’s critical for employers to understand that employees are looking for a meaningful and personal atmosphere where their efforts really matter.